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Entrepreneurial Marketing in West Bengal: A Study on Arambagh Hatcheries Limited

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  • Sajal Kumar Maiti

Abstract

The purpose of this article is to examine the concept of Entrepreneurial Marketing. This concept needs a marketer to be innovative, risk-taking and proactive in performing managerial responsibility. It entails six core dimensions that have been identified and explored in the article. Its advantages and potential deserve its bright prospects. Resource leveraging and entrepreneurial marketing relationship has been adequately and appropriately highlighted. Conclusions have been drawn pointing out the need for more researches in this area for its potential to develop competitive advantage on sustainable basis. The results of a study on Arambagh Hatcheries Limited, a poultry firm in West Bengal, seem to be an entrepreneurial marketer, have been shared.

Suggested Citation

  • Sajal Kumar Maiti, 2006. "Entrepreneurial Marketing in West Bengal: A Study on Arambagh Hatcheries Limited," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 31(3), pages 271-286, August.
    • Handle: RePEc:sae:manlab:v:31:y:2006:i:3:p:271-286
    DOI: 10.1177/0258042X0603100305
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